mcvities thins

McVitie’s has unveiled chocolate-covered Digestives Thins - its flagship launch for 2017, and one made possible thanks to the purchase of United Biscuits by Yildiz Holding.

Plans for other NPD were set aside by the brand’s Centre of Excellence in High Wycombe following the June 2014 takeover, when it became apparent the newly expanded company’s Turkish arm had the technology to produce thin biscuits - which weigh 63% less than regular Chocolate Digestives.

“We wouldn’t have been able to make them in the UK,” McVitie’s marketing director Kerry Owens told The Grocer.

With the same formulation as regular Chocolate Digestives, the NPD is not the first McVitie’s line to be made overseas. Biscuits had been produced internationally “for some time now”, said the company.

Rolling out now, the new range is aimed at younger consumers who feel the need for “little, yet indulgent, rewards”. It comes in three flavours: Milk Chocolate, Dark Chocolate and Milk Chocolate Cappuccino - with sugar and calorie content per 100g comparable to the original lineup: about 30g and 500 calories for the milk chocolate variant.

However, the range taps the healthier eating trend by offering just 31 calories per 6.2g milk chocolate biscuit as opposed to the 83 of the 16.7g version.

McVitie’s anticipated first year annual sales of £12m. The NPD will be backed from March by a £4.6m spend, the showpiece of which will be the latest TV commercial for Sweeet, the larger masterbrand campaign, which in 2017 will receive £11.5m in support. The new ad will feature the usual cute animals but other details were under wraps, Owens said.

The Digestives Thins range is available in 180g packs of about 30 biscuits, with an rsp of £1.79. Other variants were planned for later in the year, Owens added.